"OITNB," the abbreviation for the show's title, began trending on
Twitter within minutes of Netflix's announcement,
CNN reported.

So why did Netflix release the season early? First and foremost,
to create buzz around the show's release. That's a given, and the
company accomplished that.

But the timing of the release also coincided with an announcement
made during Orange Con, a gathering of "OITNB" fans, cast
members, and producers held Thursday in New York City, an
individual close to the show told Business Insider.